ASICS: More Miles
Full-Service Production
Athleta Summer Collection
Athleta's Summer 2025 Collection captures the essence of active living through dynamic video content shot on location in Palm Springs. This comprehensive campaign showcases versatile activewear designed for tennis, yoga, and running, delivered through 20 hero films and over 100 platform-specific edits. The content strategy spans social media, e-commerce, email marketing, and retail displays, bringing movement and energy to every customer touchpoint.
01
Problem
Elevating Activewear Through Multi-Platform Video Content
Athleta needed to launch their Summer 2025 Collection with content that could transcend traditional product photography. The challenge involved creating a cohesive video narrative that would resonate across diverse platforms while maintaining brand consistency. Working alongside their still photography team in Palm Springs, we needed to establish a distinct video identity that complemented existing assets while elevating the collection's story through movement and dynamic visuals.
01
Problem
Elevating Activewear Through Multi-Platform Video Content
Athleta needed to launch their Summer 2025 Collection with content that could transcend traditional product photography. The challenge involved creating a cohesive video narrative that would resonate across diverse platforms while maintaining brand consistency. Working alongside their still photography team in Palm Springs, we needed to establish a distinct video identity that complemented existing assets while elevating the collection's story through movement and dynamic visuals.
02
Solution
Three Movement Narratives, One Cohesive Vision
Our production strategy centered on three distinct movement narratives: tennis, running, and yoga. Each activity showcased different aspects of the collection's versatility and performance features. We maximized Palm Springs' natural light and desert landscape, shooting during golden hours to capture warm, authentic tones that embodied summer energy. The team created modular content segments that could be reconfigured for different platforms, ensuring each channel received optimized assets. By developing a flexible shooting schedule that synchronized with the photography team, we maintained visual cohesion while establishing video's unique contribution to the campaign.
02
Solution
Three Movement Narratives, One Cohesive Vision
Our production strategy centered on three distinct movement narratives: tennis, running, and yoga. Each activity showcased different aspects of the collection's versatility and performance features. We maximized Palm Springs' natural light and desert landscape, shooting during golden hours to capture warm, authentic tones that embodied summer energy. The team created modular content segments that could be reconfigured for different platforms, ensuring each channel received optimized assets. By developing a flexible shooting schedule that synchronized with the photography team, we maintained visual cohesion while establishing video's unique contribution to the campaign.
03
RESULTS
A Season of Dynamic Content Across Every Channel
The campaign delivered a comprehensive video library that elevated Athleta's Summer 2025 Collection across all channels. The 20 hero videos and 100+ platform-optimized edits provided content for an entire season of marketing initiatives. Each asset was crafted to perform on its designated platform, from vertical formats for Instagram Reels and TikTok to widescreen versions for website headers and in-store displays. The content successfully communicated the collection's versatility, showing how pieces transition seamlessly from workout to lifestyle wear. The Palm Springs setting added aspirational appeal while the authentic movement and natural lighting reinforced Athleta's commitment to empowering active women.
03
RESULTS
A Season of Dynamic Content Across Every Channel
The campaign delivered a comprehensive video library that elevated Athleta's Summer 2025 Collection across all channels. The 20 hero videos and 100+ platform-optimized edits provided content for an entire season of marketing initiatives. Each asset was crafted to perform on its designated platform, from vertical formats for Instagram Reels and TikTok to widescreen versions for website headers and in-store displays. The content successfully communicated the collection's versatility, showing how pieces transition seamlessly from workout to lifestyle wear. The Palm Springs setting added aspirational appeal while the authentic movement and natural lighting reinforced Athleta's commitment to empowering active women.
Creating video content that captures both performance and lifestyle requires understanding how women actually move through their day. This campaign celebrates the fluidity between athletic achievement and everyday confidence.
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